senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Best in Class: Central Saint Martins Students Design Meta sloggi Campaign

02/08/2019
Advertising Agency
London, UK
312
Share
MullenLowe London launches S by sloggi for the underwear retailer, with students acting as creatives on the piece

S by sloggi, a new campaign created in partnership with students from Central Saint Martins, has launched. The campaign was produced by MullenLowe London, with the students acting as creatives.

The partnership came about following MullenLowe’s long-standing commitment to Central Saint Martin’s annual degree shows and presentation of the MullenLowe NOVA Awards. 12 pairs of students submitted concepts for the campaign. sloggi selected the concept devised by Daniela Benaim and Zofia Zwieglinska, which was then produced by MullenLowe, with both students acting as creatives.


The campaign uses a meta-fashion concept to display the new S by sloggi range from ‘behind the scenes’, depicting the creative process behind a fashion editorial. The campaign aims to pull apart the components and principles of traditional fashion photoshoots by capturing models between shots.

Media is being handled by Wavemaker and launches nationally today across online, instore and OOH.

Tom Jacobs, global head of marketing strategy at sloggi said: “The creative credentials of CSM speak for themselves, particularly in the context of fashion, so for us as a brand it made perfect sense to partner with them on a campaign for our premium S by sloggi label. Through working with their students, we had the privilege to get fresh, uninhibited, future creative talent sharing their ideas for sloggi. The 'meta campaign' concept coming out of this exciting process perfectly showcases our line’s distinctive approach to premium underwear, demystifying and breaking conventional codes of luxury lightheartedly, on behalf of simplicity, sophistication and unrivalled comfort. The resulting campaign is visually striking, intelligent and as such truly astonishing.”


Roger Tredre, course leader of MA Fashion Communication, said: “The students of MA Fashion Communication welcomed the chance to work with sloggi. The company champions young talent and has shown a real appetite for creativity. The results of the campaign are a testament to this, seamlessly weaving together the sloggi ethos and our students’ aesthetic in a truly exquisite way.”

Jose Miguel Sokoloff, CCO at MullenLowe said: “sloggi is permanently pushing the boundaries of comfort in their products and the boundaries of how to talk about it in its communication. This collaboration alongside students at Central Saint Martins is the latest example and one of the most interesting to date.

Brand
Agency / Creative
Production
SIGN UP FOR OUR NEWSLETTER
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0